Your PR questions answered

PR expert Ian Waugh answers your probing PR and media questions.......

Question 1) 

I set up in business doing textile art (cards, cushions, pictures) in Sept 04.  I did a few craft shows and have had a unit in Botany Bay Mills, Preston since Feb 05, but they are not very successful.  I'm still working part time in order to gain an income but this has taken over to full time, so I have had a to abandon an art course that I was doing, and my business has effectively been put on the back burner.  I have done 1 successful commission about 4 months ago, but nothing since.

I desperately need to get myself out there in terms of publicity and advertising.  What sort of PR/publicity do I need to do, how do I go about doing it and what sort of costs will be involved.  I don't mind putting money into the business to get it up and running so long as I get some payback!!!

Esta (Andrews)

Ian answers:

* You may want to think of anything that you make that could make a good picture opportunity for the local media.  Perhaps you are launching a new line or making a particularly unusual piece or something that marks a major event etc
* These sorts of things give you an opportunity to send out a press release to see if you can get some local interest – and this need not cost very much at all if you do it yourself.
* You could also target specialist publications and websites where you are most likely to hit potential customers.
* Hiring a PR professional can be expensive although a good one should markedly increase your chances of coverage.
* As well as PR it sounds like you want to explore other marketing and advertising strategies.  These may be addressed in later Portal forums.

Question 2) 

I am having my first non-fiction book published in September. Called Goddess Power Pack, it aims to empower and inspire young women to love themselves, live their dreams, and unleash their inner goddess. I would like to maximise all publicity opportunities as I believe it's a strong, unique message, and would especially like to appear on TV talk shows (Richard & Judy, This Morning etc in the UK, and then those in the US where it is also being published).

My question is this:

How can I best pitch myself and my product to TV production companies to get myself on their shows?

Cordelia Brabbs

Ian answers:

* The book title and content sound fantastic. You are right that it could appeal to those sorts of television programmes but clearly things will need to be done strategically and well.
* If you have not already done so I would suggest checking with your publisher to find out what PR support it offers – after all it will be in its interest to sell the book as well.
* As part of your strategy you need a good PR person to work on a press release for the book and its launch with a good biog on you and for them to make direct contact with the television shows. The PR people should be able to spot the best angles and may have contacts with TV production companies.
* And don't overlook your local and regional media. As well as providing a boost to sales, national coverage often comes from stories picked up from the local media.

Question 3)

How should a press release which is aimed at the printed press be formatted?

John Wilson

Ian says:

* Pick the best angle (is it different or a 'first', how will it interest the readers of this particular paper or magazine) and make sure the first paragraph is immediately interesting and attention grabbing – without going over the top. 
* Cover the 5 Ws in the release: Who, What, When, Where and Why and don't forget How.
* Write in the third person, avoid jargon and include a few lines of quotes that add to the story as well as your contact details including a mobile phone number and email. Offer a good picture opportunity if you can.
* Put background notes in a section at the end of the release – often called Notes for Editors.
* Generally the release should be no longer than a page, be clearly titled press release and with a catchy headline.
* Send the release in a few days before you would like it to be used for a daily paper, possible longer if you are dealing with a weekly newspaper and even months for some magazines.

Question 4)

Is it Ok to email press releases to journalists?

Kate Johnson

Ian answers:

Yes. Most journalists prefer to receive information by email but avoid the temptation to send the same emails to every journalist on a newspaper or TV/radio station as this can cause confusion and annoyance!  Depending on what the release is about and how that particular media outlet works, it may be best sent to the newsdesk or a specialist reporter like an arts correspondent, or to a What's On address. Ring and find out before you send it if you are not sure.  Put the press release text in the body of the email rather than as an attachment.

Question 5) How should you appropriately follow up a press release?

Lisa- Barnsley

Ian says:

Follow up calls can be important in getting coverage, they can be useful for such things as finding out if a paper is sending someone to your photo call or press briefing and can provide useful feedback on where you are going right or wrong with your releases – just don't become a nuisance to a busy newsdesk or journalist! Avoid calling reporters near their deadlines – ask them 'are you on deadline.'  Be aware that constant calls to ask if they have received the press release and then a call to ask if they are going to use and then a call to ask if they have used it can annoy some reporters.

Question 6) Any secrets?

Carmen, Huddersfield

Ian replies:

Always think about how and why your story is interesting to other people, not to yourself. Media like free local papers can be better read in an area than a national newspaper. The media like human interest stories and angles so work this in if you can. Quality is better than quantity – don't deluge the media with pointless press releases. Build up contacts with your local or specialist media – this can be crucial.

Question 7) How can I ensure someone will read my press release?

Jennie, Pocklington

Ian says:

Newsrooms can receive hundreds of press releases every day so quick decisions are often made and many can end up in the bin. Maximise your chances by following the guidelines on writing a good press release and if you send by email make the heading in the email title bar interesting. Make it immediately relevant to the media you are targeting. For example if you are a Doncaster-based artist make sure this is very clear when you send a story to the Doncaster Free Press.

Question 8) What about pictures, What makes a good picture story?

Nigel Wilson, Leeds

Ian says:
There are no hard and fast rules as there are so many variables and it often depends on a bit of imagination and creativity. Have a look at your local paper and see the kind of pictures they use prominently.  Pictures of cheque presentations and of people sat at meetings do not always inspire picturedesks. A head and shoulders picture of an artist staging her first exhibition is not as good as a picture of her up on step ladders hanging one of her own pictures at the gallery. Be prepared to be flexible in the picture opportunities you offer and within reason allow the press photographer the freedom to set things up as they would like.

Question 9) What makes a good PR story? How do I interest the Media?

Jackie, Artist

Ian replies

A good PR story is ultimately something that is interesting to the reader, listener or viewer.
It could help if it is:

* Something new
* It sounds immediately interesting
* It has an interesting photo relating to it
* It is related to a specific event.
* It is an interesting human interest story.
* If it's a good story and presented in the right way to the right media then they are very likely to be interested.

Question 10)  Is Press that important?

Ian says:
Massively so! Good coverage can make all the difference from giving an artist or musician their big break to protecting the reputation of a huge corporation.  Unpaid editorial is also considered to have more value as the reader, viewer or listener considers it as 'endorsed' by the media it is in.
Some estimates suggest PR value is around 2.5 times greater than that achieved by paid for advertising.